【作者】 李晓宁；

【导师】 沈蕾；

【作者基本信息】 东华大学 ， 企业管理， 2005， 硕士

【摘要】 随着我国改革开放的深入,市场经济的逐步完善,以及WTO的加入,战略问题,已经得到了国内越来越多的企业的关注,专家学者也纷纷提出了战略决定企业命运,要将战略放到企业核心考虑地位的主张。但寻求制定战略的模型和工具,我们发现可以为管理者所应用,来解决实际问题的却并不多,而且由于其理论的经典,导致在应用过程中流于范式,并不能很好的针对企业来回答问题。借助市场营销中以消费者为中心、以用户为中心的思想,本文构建了市场主导战略模型,并选取了中国网通集团下属的北京通信公司作为模型应用研究的对象,对模型进行了分析验证。为此,全文共分为六章,具体为: 第一章,绪论。首先阐述了本次研究的选题背景,介绍了应用研究的相关领域即数据业务的发展情况,从总体上回顾了数据业务在世界和我国的发展历程。接着提出了本次研究的主要问题,即如何构建市场主导战略模型,如何应用市场主导战略模型。最后对本次研究可能受到的限制做了分析。 第二章,对研究涉及到的相关文献进行了探讨。主要回顾了战略管理理论的演进过程,结构学派、能力学派和资源学派三大流派对战略在企业中作用的不同看法,明晰了战略管理在企业发展过程中的重要性;简单介绍了前人研究的主要战略模型,并对各种战略模型的优缺点,在实践中的应用等进行了评价。为市场主导战略模型的构建奠定了理论基础。 第三章,着重论述了市场主导战略模型的构建。建立在前人对战略模型的研究基础之上,运用市场主导的思维方式,本文提出了构建市场主导战略模型的框架和分析内容,并根据分析结果的不同,为使用者提供了七种不同的竞争战略选择。 第四章,介绍了本次研究的研究方法。主要是借助于外部市场调研和企业内部调研。外部市场调研主要采用问卷调查、文案研究、深入访谈和二手资料研究等方法;企业内部调研主要采用企业内部尽职调研和深入访谈的方法。同时,按照研究的设计对一些调研所涉及到的人口和样本进行了界定,并说明了在不同的阶段,收集资料的不同方法及资料的分析过程。最后讨论了在收集资料的过程中可能发生的偏差。 第五章,对市场主导战略模型的应用研究结果进行了分析。首先就研究所收集到的资料特性进行了说明,主要分一手市场调研资料及二手案头调研资料;其次对本次调研得到的样本特征进行了总结分析;最后在统计结果部分,综合分析居民用户调研、竞争对手调研及北通内部调研得到的数据资料,根据市场主导战略模型,确立了北通数据业务应采取精耕战略,这与北通未应用此模型而确定的战略是一致的,有效地验证了模型的应用价值。 最后在第六章,总结全文并对模型进行了评价,提出了本文的创新与不足。 本文是首次提出市场主一导战略模型,从营销中市场导向的逻辑思更多还原

【Abstract】 With the perfection of market economy and the entering of WTO, strategy problem have already gotten more and more concerns of domestic enterprises. Experts and scholars also put forward that the strategy determines the destiny of enterprises and the enterprises should consider the strategy as the key problem. But when you look for the model and tools used to make strategy, you would find there were little which the manager can use to resolve the practical problem. In virtue of the thought of regarding consumer and user as the center in the marketing, the author constructed the Market-driven Strategy Model and chose Beijing Telecom Company as the object of application study to analyze and verify the model. The dissertation is divided into six chapters as following:Chapter one is introduction. Firstly the author introduced the background of the research and discussed about the development of data business from the views of the whole world and our country which was the area of the application study. Secondly, the author put forward the main research question how to construct the Market-driven Strategy Model and how to apply the model in the enterprises. Finally, the authordiscussed the limitation of this study.Chapter two is the review of related literature. Review the development of strategy theories and discuss about how three major mainstream groups treated strategy management. At the same time, describe the main strategy models and evaluate the advantage and disadvantage of every model. All of this established the theoretical foundation for the proposition of the model.Chapter three is the construction of the model. Based on the study of the related literature, the author proposed the framework and content of the Market-driven Strategy model from the view of the market. At the same time, according to the different analysis result, the model provides seven strategies for the user.Chapter four is the research methodology. The major methods are outside market survey and inside enterprise interview. Outside market survey adopted questionnaire investigation, case study, deep interview and the study of second-hand materials etc. Inside enterprise survey adopted the responsible investigation and deep interview. At the same time, according to the research design, the dissertation defined the population and sample and explained the data gathering method and data analysis procedure. At last the author discussed the possible bias.Chapter five is research findings. Firstly, the author explained the data characteristics and the demographics. Then, in the statistical results,on the basis of the data and materials from the market, competitors and the enterprise, the dissertation made the cultivating strategy for the data business of Beijing Telecom according to the Market-driven Strategy Model, which was in accordance with the strategy Beijing Telecom Company made without using the model. Therefore, this application study approved the application value of the model in some extent.Chapter six is the conclusions and recommendations. Summarize the dissertation, evaluate the model and put forward the innovation and recommendations.It is the first time to put forward the market-driven strategy model. From the view of market-driven in the marketing, the model analyzes the market, the competitors and the situation of enterprise synthetically to make the business strategy. It is simple and easily to use and the logic organization is clear. So the model has certain innovative meanings in the theory. At the same time, the author firstly applied the model in the data business strategy of the telecom company. It is also a breakthrough in the methodology to make the strategy from the view of the market.Li Xiaoning (Business Administration) Supervised by Shen Lei更多还原